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You see, the Fiskars community – as heralded as it was – looks nothing like the community that was created some years back that led to 600% increase in online mentions. Or the one that caused a 300% increase in sales in key markets. Or the one that brought a community together online and off to create unbreakable bonds.

Since I’ve previously experienced it, I know what’s coming. But what makes it fun for me is to watch someone else experience it for the first time. In other words, I delight in their surprise and delight.